Case Study | H&H Air Conditioning
About H&H Air Conditioning
H&H Air Conditioning is a renowned AC specialist in South East Queensland, providing climate solutions to commercial and residential properties across the region. The company was founded in 1998 by technicians Nick Hume and Ray Hartwig, who have grown it into one of the largest air conditioning companies in Queensland with a reputation for high-quality AC systems.
Nick and Ray grew their business with excellent service, quality AC systems, and traditional marketing techniques like local ads, direct mail, and billboards. As the potential of the internet became clearer, they realised that they needed to embrace digital marketing to continue growing, but had several frustrated attempts with digital marketing agencies. This included a poorly performing website that didn’t rank for any crucial keywords, or provide many leads at all.
We began working with H&H in 2011, and our first port-of-call was a new website, designed and optimised for their preferred audience. A few months after launching the website, over 50% of H&H’s target keywords were on page one, leading to a huge influx of traffic, leads, and sales. The SEO campaign that we ran increased their rankings further, and today, H&H has more than double the Google ranking performance of their closest competitor.
They are now the undisputed leaders of air conditioning in Queensland, with their website referenced as a stellar example by AC giants Fujitsu. H&H have worked with Media Heroes for over 10 years and continue to outperform their competitors.
Web Design & Development
H&H’s former website was low on content, badly organised, and with little effective SEO optimisation. We redesigned it from the ground up, and based it on the content needs of the user. This meant clear information about H&H’s services, positive customer testimonials to convince people to enquire, a super-simple, high-converting enquiry process, and more. We also optimised the content heavily for SEO, which helped to bring vast numbers of new visitors to the website, and increased their conversion substantially.
Today, H&H’s website continues to perform exceptionally well, pulling in around 183,000 website visitors in the last 12 months (as of May 2022). This wasn’t possible without the full redesign and heavy SEO optimisation.
SEO & Content Marketing
+350% organic visitor growth over 12 months
To achieve H&H’s growth targets, they were happy to invest in a large ongoing SEO campaign. This included a 1,500-word article per month, with highly popular topics that would draw in large numbers of new visitors to their website. We have been completing this campaign for over a decade now, and it has helped to attract over 1.5 million people to their website, and tens of thousands of enquiries.
Paid Search Advertising
$58 cost per lead for an $8,000 sale (average cost between ducted and split systems)
Air conditioning is a highly competitive industry, and running Google Ads can be an effective way to gain new affordable leads. We designed a lead generation campaign that gained 118 quality new leads over a 12 month period, at a cost of around $58.32 per lead. When you consider that the average cost for a ducted air conditioning system is around $13,000, you can see how valuable the leads were at that price.